Driving Volunteer Engagement Through Peer-Led Advertising
ROLE: Creative Direction, Graphic Design, Digital Strategy, Copywriting, Analytics
I developed and executed a multi-channel ad campaign to increase brand awareness and drive volunteer recruitment for RESULTS. The goal was to connect with new audiences and motivate them to take action on poverty-related issues.
The campaign centered on authentic, peer-driven storytelling—featuring quotes and images from active volunteers to highlight the collective impact of advocacy work. I designed a series of bold, visually engaging ads optimized for mobile and desktop across LinkedIn, Instagram, and Facebook, ensuring consistency while tailoring content to each platform.
I implemented an iterative testing approach, using A/B testing and performance insights to refine creative and prioritize the highest-performing concepts.
IMPACT
- Reached nearly 40,000 viewers across platforms
- Generated 1,500+ ad clicks
- Drove 140 direct engagements with campaign content